Global Brand Campaign Created for AkzoNobel Yacht Coatings by Meijer & Walters

Meijer & Walters created a global brand campaign for AkzoNobel’s Yacht Coating products.

For the Love of Boating

Global Brand Campaign for AkzoNobel Yacht Coatings

AkzoNobel asked Meijer & Walters to create a campaign for their yacht coating products.

AkzoNobel has a full range of product brands: Awlgrip, International / Interlux, and Sea Hawk. These brands deliver different products, but they share one goal: support boaters with everything that helps them maintain the high-quality performance of their boats.

In their turn, the various customers, have something in common as well: their love for boating. To connect the different brands in one campaign, Meijer & Walters created a communication platform with one unified message and visual style. Let’s take a closer look at how they developed this layered project.

B2B Is Still about People and Feelings

Even B2B clients are people with feelings and passion. That’s why they decided to communicate with ‘people’ instead of ‘businesses’. Meijer & Walters appeal to their feelings of boating life. The pride, the confidence, the brilliance, and the shine, and the love for boating.

And how better to talk about feelings than with a poem? Meijer & Walters created one for this campaign:

It’s the freedom of the blue
Chasing the horizon
It’s the splashing of the waves
The taste of sweet and salt
It’s the wind in your hair the smell of
sunny days
It’s the smoothness, it’s the feel
The pride, the confidence
that all is right
It’s the brilliance and the shine
The light
That’s the love for boating
It’s our heart, our core
It’s the expertise and dedication
Always innovating
It’s above and below
And definitely beyond
It’s that feeling that we share
That feeling

In short, Meijer & Walters built a campaign that addresses THAT FEELING.

Watch the campaign video here:


Meijer & Walters developed a global campaign platform for AkzoNobel Yacht Coatings to convey the message of being the partner of choice. This campaign platform enables consistent communication about the brand portfolio that covers the whole spectrum of above and below the waterline performance and protective coatings.

Meijer & Walters delivered branding and communication guidelines for the worldwide use of this campaign. Local offices and agencies can use them to translate the campaign into relevant media content for the local markets.

Do you want to know more about this campaign or what Meijer & Walters can do for your brand? Give them a call or send an email.

About Meijer & Walters

Meijer & Walters is a strategic creative agency for intelligent brands – they’re at their best when working with propositions that are more complex than the average chocolate bar. They work internationally for companies like Roche Diagnostics, AkzoNobel, Air France and KLM with branding, activation, and content.


Founded in 2012, Meijer & Walters now consists of a team of 12 creative strategy professionals, plus a network of specialists that support them whenever that’s needed.